I Pay Close Attention.
The goal of good writing is to please all of the stakeholders. I pay close attention to everyone, including users, engineers, and designers, and I look hard for the best course of action.
I Write Quickly
The wonderful thing about writing is that you can start right away. It's pointless to wait for inspiration. I believe in rapid prototyping, which involves writing, rewriting, and repeat.
I Stay true.
That is, true to the voice of the brand. As I write the copy, I also write the rules.
I love Clarity
I like writing smart, funny and strange things. But in favour of simplicity and clarity, I'll do away with all that.